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A brand-new way to tap into the Afrikaans market

A brand-new way to tap into the Afrikaans market. Break away with DEKAT reis + kuier. Always innovative and cutting edge, DEKAT is set to take the travel industry by storm with DEKAT reis + kuier (travel + entertaining).

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A brand-new way to tap into the Afrikaans market

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  1. A brand-new way to tap into the Afrikaans market

  2. Break away with DEKAT reis + kuier Always innovative and cutting edge, DEKAT is set to take the travel industry by storm with DEKAT reis + kuier (travel + entertaining). Focusing on international and local destinations, this quarterly magazine takes its lead from DEKAT, an award-winning lifestyle magazine (published in Afrikaans and English) and popular actuality show on SABC3. It boasts inspiring, high-quality stories and images produced by top writers and photographers. Moreover, this magazine will also make its debut on the small screen. The second half of DEKAT’s 30- minute show will be dedicated to DEKAT reis + kuier!

  3. Why a new travel magazine? • Until now there hasn’t been an Afrikaans magazine that covers international AND local destinations in a practical way. • In the current economic climate, our potential readers are looking for travel options that offer luxury but also real value for money. DEKAT reis + kuier aims to provide them with that. • Our target market (LSM 6-10 ) is keen travelers (see next page) and enjoy activities associated with traveling such as photography and eating out for pleasure. • DEKAT has become a force to be reckoned with. DEKAT reis + kuier, its sister publication, builds on this magazine’s popularity. • The popular DEKAT television programme will further support this new title with 15 minutes dedicated to DEKAT reis + kuier, giving advertisers an additional platform to showcase their products and services.

  4. Some convincing general travelling statistics According to AMPS 2008 Main Branded AB (Jan 2008-Dec 2008): • 3 604 000 South Africans have been on holiday in South Africa one or more times in the past year • These travellers also enjoy activities that can be travel-related such as walking/hiking (805 000), cycling (302 000), dancing (757 000), golf (441 000), rugby ( 1 254 000), swimming (656 000), adventure sports (283 000) etc. • 624 000 have travelled locally three or more times in the past years • 1 300 000 South Africans have travelled locally by air in the past 12 months • In the past 12 months 407 000 have travelled by air outside South Africa

  5. What does the research say about our market? • Publication will target the LSM 6-10 market (slight skew towards LSM 8-10 due to high disposable income and higher print consumption patterns). In the LSM 7-10 market alone almost 6 million South Africans speak and understand Afrikaans. • LSM 6 currently highest print media consumers followed by LSM 8-10. • LSM 6 centre point of upward LSM migration pattern in the population. • Average household income showing healthy increase over last couple of years (bearing in mind the escalating cost of living). • Circulation doesn’t necessarily mean actual purchase of copy by readers – high X of readers per copy. • Research shows that people in this target market enjoys travelling. In the LSM 7 – 10 market (read and understand Afrikaans) also enjoys travel-related activities such as photography monthly (649 000), driving for pleasure (1 524 000), shopping for pleasure (2 112 000), walking/hiking (1 386 000), golf (762 000) and beauty treatments (698 000). (Source: AMPS 2008 Main Branded AB (Jan 2008-Dec 2008))

  6. Harnessing DEKAT’s television presence • DEKAT’s television show is aimed at SABC 3’s primary target audience which is the 7-10 LSM income groups. • Since its first broadcast DEKAT's audience size has grown phenomenally. It has built a loyal Afrikaans following without alienating other major language groups. It has proven very popular among 7-10 LSM income groups, which is SABC 3’s core audience: * All Adults: 7-10 LSMs: 10% with an average AR of 3 * Afrikaans: 7-10 LSMs 14% with an average AR of 4 * English: 4.15 ars * Nguni: 1.79 ars • Despite having been on air for only six months, DEKAT is already drawing a larger audience share in the 25-34 age group than Top Billing and Pasella who have been on air for more than 15 years: • DEKAT 22.7% • Pasella 19.4% • Top Billing 18.1%

  7. More about the magazine DEKAT reis + kuier builds on the immense popularity of DEKAT’s travel pages and the credibility of this brand. Due to the current economic climate, South African travellers are increasingly looking for destinations that offer real value. This magazine will meet their needs in an informative and visually appealing way. DEKAT’s television show will be harnessed to develop and strengthen this new title. • Target age group: 25 – 49 • Male/female split: Slight female bias 60% versus male 40% • Primary target provinces: urban areas of Gauteng, KZN and Western Cape • Secondary markets: Free Sate, Limpopo, North West and Mpumalanga • Languages: It will be published in Afrikaans for the first year and will then also become available in English.

  8. Editorially speaking • Focusing on international as well as local destinations, this intelligent read will offer accessible information, well-researched articles complete with up-to-date guidelines on how to make the best of a journey, whether it’s catching the subway in New York or Tokyo, or planning a houseboat trip on Jozini Dam. • Countries and places are marketed as year-round destinations. • As any journey is incomplete without food and wine, DEKAT reis + kuier will also include those exciting foodie getaways that lift the spirit. Recipes are included, so that readers can “taste” a particular destination at home. • Interests of the LSM 7-10 market tie in with traveling and include: driving for pleasure, dining out in restaurants for pleasure, walking, photography, cycling etc. These topics are covered in the magazine in various ways. • Captivating stories are coupled with breathtaking images. • DEKAT reis + kuier is NOT a camping or caravanning magazine.

  9. Editorially speaking (continued) • DEKAT reis + kuier is innovative, inspiring, informative, enlightening, descriptive, simple, user-friendly, handy, practical, contemporary, captivating, engaging, fun, adventurous and accessible.

  10. Practical aspects • Size: 165 x 210mm (cover printed on Matt Art 250gsm, inside printed on Cartridge 90gsm) • Frequency: quarterly • Launch print-run: 15 000 • Distribution: The magazine is distributed at outlets throughout South Africa. At 15 CNAs the magazine will be showcased with the help of LCD displays. Videos about the publication and destinations covered in the magazine will be shown on these displays. • On sale: October 2009 • Cover price: XXXXXXXXXXXX

  11. Marketing DEKAT reis + kuier We’re pulling out all the stops in marketing this new travel sensation. Think: • A television advertising campaign (in conjunction with the DEKAT television programme on SABC3) • In-store marketing with the help of LCD displays

  12. More about DEKAT DEKAT is becoming a multimedia phenomenon. This well-established brand was launched in 1985 as a glossy, lifestyle Afrikaans magazine. It is now also published in English, and has become a success on the small screen with an enlightening actuality show on SABC3. In addition to DEKAT reis + entertaining, the brand will soon make its radio debut with its very own online radio station. Visit www.dekat.co.za for more information about DEKAT. For more information about DEKAT reis + kuier, contact Elzilda Becker on (011) 728-0830 or 084 660 6220, or send an email to ebecker@dekat.co.za

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